Insights from the fields of behavioral science and evolutionary psychology can rock the foundation upon which good design is built (beauty and function). Learn three counterintuitive truths that reframe the definition of good design while applying them through a simple framework that maps the typical and novel properties of products or concepts to identify strategies for refinement. As a conclusion, this framework draws upon the structure of a joke to compare the similarities between humor and innovation.
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Three Counterintuitive Truths of Good Design (Why A Designer Would Make a Bad Caveman)
1. “ People are very open-minded about
new things–so long as they are
exactly like the old ones.”
–Charles F. Kettering
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2. Michael Roller
design director, lpk
university of cincinnati
flickr image by m nine
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3. three Counterintuitive Truths about design:
one
Good design doesn’t empower people...
Good design lets people be lazy.
two
The most typical design (not the most beautiful or
functional) will be the one people choose most.
three
Truly unique design won’t get noticed,
it will get ignored.
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5. 95% of decisions are made subconsciously...
Counterintuitive Truth:
Good designs don’t empower people...
Good designs let people be lazy.
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6. New design can fight against our
nature to survive.
mmiicchhaaeell rroolllleerr #iiddssaaaauussttiinn14 flickr image by riebart 6
7. If it takes effort to understand it,
we might just ignore it.
michael roller #idsaaustin14 flickr image by waferbaby 7
10. Counterintuitive Truth:
The most typical design
(not the most beautiful or functional)
will be the one people choose most.
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11. Color
Shape
Size
Texture
Location
Blueberry
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12. Change the color,
Change the category
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13. Typical Atypical
Strong cues:
Wire face mask
Full coverage
Medium cues:
Smooth texture
Min. surface changes
weak cues:
Venting
Ear, Eye details
Helmet Design by Clinton Denlinger
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14. But what about breakthroughs like these?
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15. Novel experiences are adaptive.
They teach us something new.
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24. “ People are very open-minded about
new things–so long as they are
exactly like the old ones.”
–Charles F. Kettering
Michael Roller
design director, lpk
university of cincinnati
michael roller #idsaaustin14 24